Where Next?
Back to the SEO page 
Contact us at Click Success Is Your Business Suitable For
Search Engine Optimisation?
"I want SEO, I want SEO, give me SEO!"
It seems every business with an online presence wants SEO and will not take substitutes. But the problem is many people don't stop to learn what SEO actually means or the real impact it will have on their business.
For some companies the investment into a long term SEO strategy pays off with ever increasing traffic flows and new customers. But for many others, SEO is a complete waste of time and money with no noticeable traffic difference or additional profit.
So before you jump up and down waving fistfuls of money demanding your website be optimised, s-l-o-w down and consider the following, after all, an SEO campaign is not practical for every business . . .
What is your Search Engine Marketing Experience?
If your business or website is new and has never implemented a search engine marketing campaign, it is usually best to start with a pay per click advertising campaign instead of SEO. With PPC, many campaigns will generate revenue almost immediately. In 90 to 120 days, many PPC campaigns will start to see their targeted Cost Per Acquisition come into view. With PPC, you don't often have to revise your website, but typically a few landing pages.
But the main reason PPC should be your starting point is to use it as your SEO research point. You can set up multiple campaigns using thousands of keywords to attract your visitors. These can be tracked to the point where you clearly see which keywords are producing the greatest profit for you and which keywords are generating the most traffic but not necessarily the most conversions and profits.
This will give you great insight into the keywords that are good for your business and those that don't bring as much traffic as you initially expected. You'll also know which keywords are the heaviest in terms of competition and you'll also discover a few gems that you would never have previously thought of.
From these real world results, you are now in a much better position to carefully choose and select those keywords you know will be worth investing an SEO campaign for because you know what the likely results will be.
What Return On Your Investment Are You Hoping For?
Do any search on Google and you'll find plenty of case studies and testimonials from companies singing the praises of SEO and showing massive quantum jumps in revenue. We too have witnessed the power of a good SEO campaign from clients investing £1,500 to £2,000 a month into their SEO campaigns but what often gets left out of the case studies is the time period it can take for these gains.
For most there are no gains for the first few months, then a steady trickle begins way before the big burst of new traffic which often builds over a long period of time such as 12-24 months. For most companies, an SEO campaign is a long term investment.
SEO often involves re-programming of the site, content and link development. All of these tasks take time to implement but even more time before the site is rewarded by the search engines for your efforts. If your site is not ranked today and your business needs results yesterday, SEO is not likely a suitable campaign.
Is Your Website Sharp Enough For SEO?
Abraham Lincoln was once noted for saying "Give me six hours to chop down a tree and I will spend the first four sharpening the saw".
I like to think this fits SEO perfectly. Consider the search engines as the tree and your website as the saw. How sharp is your saw?
One of the biggest frustrations we experience at Click Success are web designers. These people should know better but for most they are only interested in one thing - their own bottom line. A cliché it may be but our success really does depend on your success which is why we work so hard getting you results and often go the extra mile beyond just PPC and SEO but also help our clients with other business building strategies.
But not web designers. Nope, as long as they design and build you a site that you like the look of, that's all they care about. The rest is up to you. Web designers know surprisingly little about SEO and even less about PPC which is why you've come to us in the first place. But we wish they would pay a little more attention and implement some basic SEO for you that you can build from later on when you're ready.
But you have to be aware that your website is simply not ready to start an SEO campaign without significant or burdensome redevelopment. For example, your website may require implementing a URL rewrite, adding support for Titles, Descriptions or Headings. Your site may also require replacing the content management system, implementing analytics, etc. Unfortunately for some clients we often spend 3, 4 or 5 months frankly fixing problems and getting the site SEO-ready - sharpening the saw. Then half-way through the year the client looks back and does not see significant improvements in the rankings. This is because we had not really implemented SEO, but instead fixed a broken website which can often be harder and more troublesome than building a new one.
This is why at Click Success we take our time looking through your website and its hidden code first before letting you invest in a long term SEO campaign. Once we've gone through our multi-point check we are then better positioned to present you with different options and tailor made prices.
Are Your Resources and Support Strong Enough?
Although a business really should implement an SEO campaign, perhaps they have insufficient resources to succeed. What are resources? Resources include but are not limited to content, staffing, senior level support, and of course budget. For example, content. Search engines primarily rank sites based on relevancy. Relevancy is largely determined based on content. If your site does not have enough content, in particular text content compared to your peers, it will be much more difficult to become well ranked.
Likewise, budget is an important consideration. If your business has revenues of £3M, but cannot afford to invest about £20,000 (which is less than 1 percent) in promoting the website, then chances are the campaign will not likely be successful.
How Intense is Your Competition?
Finally, your business should look at the intensity of the online competition. If on a scale of 1-10, where 10 is the maximum intensity, the evaluation yields that your market is a 12, then perhaps an SEO campaign is not suitable, at least focusing on those keywords.
The internet has leveled the playing field for many industries and allowed small companies to compete and out-do many larger companies for business. However, size is now not related to the company but rather the website. A 10-page website with a handful of inbound links is going to find SEO impractical when going up against very competitive keywords. Either the site needs more relevant content or you will need to focus on less competitive keywords.
A key to success with SEO is identifying opportunities and choosing battles.
At Click Success we immerse ourselves into online marketing and have become experts with Pay Per Click and Search Engine Optimisation as these are our main focus. One of our main goals is to develop long term relationships with our clients and build success upon success. We are not interested in selling you quick fixes or services just to please you. Our down-to-earth nature and candid reputation means we'll always provide you with the best professional advice and beneficial counsel you could ever hope for, working with you to find your best solutions for your long term success.
|
|
